Happiness. That's the one word Coca-Cola would like you to remember in association with its advertising campaigns. It's not just you, it's actually the entire world and making the world is happy is clearly evident through Coke's YouTube channel and its 1,000+ uploads.

Coca-Cola's svp/global advertising strategy Jonathan Mildenhall explains Coca-Cola's strategy in the videos below. The main focus is on the concept of liquid content, which Coke defines as "the creation of stories that are expressed through every possible connection ... each story must add value and significance to people lives."

As of now, it's working. While Coke's marketshare in cola is 2.5 times rival Pepsi, its YouTube channel has almost 75 million views, nearly twice that of Pepsi and 67k subscribers, more than triple Pepsi.

In order to achieve these goals, Coke developed these principles:

Dynamic Story Telling — Coke wants a "unified and coordinated brand experience" and wants to avoid "creating noise" through dynamic storytelling. It classifies five types of storytelling: serial, multi-faceted, spreadable, immersion and discovery, and engagement through storytelling.

Live Positively — Coke wants to "show commitment to making the world a better place." Each brand is expected to show "live positively" to create change in the world.

Bigger Thinking — In a self review, Coca-Cola criticized itself for thinking too small in regards to its inspirations and ideas in regard to creative. Coke wants to double its sales, it knows in order to do that it needs to think big, really big. As part of this, Coca-Cola wants to engage in "online conversation, not just listen."